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Friday, July 11, 2008. WHY WE DO WHAT WE DO.
Sunday, July 13, 2008. The category was 10 years old when Dove was about to introduce its own version. Imbued the product with a tangible and valued point of difference because it gave women a different way of thinking.
Sunday, July 13, 2008. CASE - DOVE HAIR CARE. The brand needed to demonstrate to women that it had the credentials to deliver the goods, in a different - and for the brand, new - category.
Sunday, July 13, 2008. Overcome the rational hurdles that homeowners have created to needing a home security service and trigger sales. We explored the other relationships people have with safety and fear in their lives and identified how to re-contextualize it for home security, to motivate purchase. Direct response levels broke prior norms.
Sunday, July 13, 2008. CASE - TRAVELERS BRAND REINVENTION. For a major Fortune 100 firm, create a compelling brand identity that helps reinvent the company. The solution has to be a big enough idea to be a long-term strategic platform for product and service innovation not just a communications idea, and needed to overcome being significant outspent by competitors.
Sunday, July 13, 2008. To inspire sales for its extra legroom product in the second year after launch with no new product news or offers. Product communications went beyond producing sales to inspire a deeper connection between consumers and the brand.
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Sunday, July 13, 2008. Motivate end-user influencers and IT buyers to spec NEC when top brands all have feature and functionality parity. Equipment users and the IT folks that buy for them are emotionally vested in the outcomes, the basis for a single product positioning to both audiences. Powerful differentiation, leveraging performance functionality but living above it, that asserted category leadership. Subscribe to Posts Atom.CONTENT
This web page drivinginsightscasesnec.blogspot.com states the following, "Sunday, July 13, 2008." We saw that the webpage said " Motivate end-user influencers and IT buyers to spec NEC when top brands all have feature and functionality parity." It also said " Equipment users and the IT folks that buy for them are emotionally vested in the outcomes, the basis for a single product positioning to both audiences. Powerful differentiation, leveraging performance functionality but living above it, that asserted category leadership."SEEK SIMILAR DOMAINS
Sunday, July 13, 2008. Overcome the rational hurdles that homeowners have created to needing a home security service and trigger sales. We explored the other relationships people have with safety and fear in their lives and identified how to re-contextualize it for home security, to motivate purchase. Direct response levels broke prior norms.
Sunday, July 13, 2008. CASE - TRAVELERS BRAND REINVENTION. For a major Fortune 100 firm, create a compelling brand identity that helps reinvent the company. The solution has to be a big enough idea to be a long-term strategic platform for product and service innovation not just a communications idea, and needed to overcome being significant outspent by competitors.
Sunday, July 13, 2008. To inspire sales for its extra legroom product in the second year after launch with no new product news or offers. Product communications went beyond producing sales to inspire a deeper connection between consumers and the brand.
Friday, July 11, 2008. WHY WE DO WHAT WE DO.
Tuesday, July 15, 2008. Click on the image below for a larger resolution. Back to HOW WE ARE DIFFERENT.